Which
car are you?
Following AMAG’s customer profiling research they have discovered that
a Porsche owner follows the Porsche doctrine and has a pronounced need to identify
him or herself through the Porsche sports car. An Audi owner identifies with
the dynamic “Quattro” technology that Audi invented 25 years ago.
This introduction of four-wheel drive on a non-SUV vehicle gives Audi drivers
a feeling of power and control. On the other hand, a Volkswagen client has an
emotional binding with the evolution of the brand, from the VW Beetle to the
reliable, stylish Golf of today. There is a sense of solid reassurance in this
history.
Continuing with the philosophical considerations, those possessing a SEAT have
a more Latin feel for their car—an auto emotion. In Barcelona, where SEAT
was created, VW has placed its European design centre. Finally, Skoda owners
identify with the Czech industrial tradition and their vehicle has an enduring,
rugged image. This car has faced the rigours of a Czech winter and it will continue
to perform well, especially as the fun element is more and more linked to the
brand. Recognize yourself anywhere here?
Catering to customers’ needs
Hand in hand with AMAG Geneva’s new philosophical orientation comes a
practical restructuring of the group. AMAG is not only the Swiss importer of
VW/Audi vehicles but it is also a network of agencies and points of sale, as
well as a provider of spare parts and accessories, servicing and follow-up.
In order to streamline these operations, the Geneva agencies have been split
into two segments. The Classic segment represents the Porsche, Volkswagen and
Skoda brands (sold at AMAG Pont Butin in Geneva) while the Sports segment covers
Audi (at the Center Audi Montbrillant and Center Audi Carouge) and Seat, available
at the Grand Saconnex garage. Nando Stampa is the director for the Sports brands
while for Classic the director is Dominique Roserens.
While the restructuring allows each of the directors to focus on his respective
brands, all the Geneva AMAG Centers under their guidance continue to follow
exacting ISO criteria for high quality administrative support, the products,
after-sales service and technical support. The new orientation will help AMAG
staff to get closer to the client and maintain their motivation.
An on-going relationship
AMAG trains all its sales personnel to understand the vehicles and to know
their technical details. It also concentrates on motivation in customer care.
If collaborators work in an agreeable environment—and an AMAG showroom
is visually very attractive—and feel they have mastered their trade
then they will be more at ease and motivated to serve the client. The on-going
relationship with new car owners means understanding how and when they drive
their car, to discover how that vehicle reacts in various conditions and
how they in turn respond to the car.
AMAG also prides itself on its high-tech precision engineering. The brands
all have inspiring reputations for design and engineering, and the general
philosophy of AMAG is to be in constant contact with the factory, for example,
through a computer network. The clients’ cars are connected to the network
and the entire information profile of each vehicle is relayed to the manufacturer
and the technical staff, and even the designer, in order for an in-depth evaluation
of the technical status of the car to take place. This constant flow of information
to the factory allows the manufacturer to remain informed of the way the car
reacts in the hands of the owner and to constantly bring improvements. This
builds more security and loyalty from the client.
Driven by passion and expertise
Nando Stampa has a technical background and worked for 25 years in the technical
and commercial sector of Swissair. He has an understanding of the ex-pat
community in Geneva, having worked in Latin America, Asia and Eastern Europe.
Since 1997, Stampa has managed the Audi brand in the Geneva/Nyon area. He
is a firm believer in the importance of communication—both internally
among staff, with the customer and between the customer, technical staff
and manufacturer. He personally often serves clients, explaining the technical
specifications of a car or assisting with sales transactions. He is also
keen to point out that the Audi Centers are not just a place to buy cars,
accessories or spare parts. Espace Audi exhibits interesting artists and
is a major sponsor of sports and cultural events, including golf, skiing
and bobsleigh. AMAG is also a way of life, organizing road security courses,
rallies of Beetle owners, Porsche Alpine meets, etc.
Dominique Roserens has always had a passion for cars. He directed an important
German automobile brand for many years and knows his models and the clients
that prefer them inside out. “We need to accompany our clients in their
search of mobility, but we need to know the particular personality of Porsche
owners who, above all, are searching for the pleasure that it gives them,” he
says. According to Roserens, “Skoda is also an interesting brand for
us to follow, as it is experiencing an impressive progression in Switzerland
(a plus 40% increase this year) due in part to the development of the brand
and the number of new models that it is releasing lately.” He asserted
that, “In our business you need to be not only open to the technical
development of new models but you need to follow the changes that they induce
in the types of clients that they attract. For example, the joint project between
Volkswagen and Porsche gave birth to Touareg and Cayenne, two models that have
had great success and that propelled VW to the high-range segment of the automobile
market.”
The AMAG story
Walter Haefner, founder and sole owner of the AMAG holding, began importing
Volkswagen cars into Switzerland in 1945. In 1951, he added Porsche and later,
in 1967, the Audi range. In 1945, AMAG sold 59 cars. Today, the cumulative
number of vehicles sold since the beginning is 2,300,000.
Still headquartered in Schinznach, AMAG is now the country’s largest
vehicle importer, with 3,000 collaborators and 450 cars a day crossing the
border. Stringent technical checks are carried out on each one before AMAG
dispatches them to more than 50 points of distribution throughout the country.
Schinznach is also a training centre, ensuring that technicians keep abreast
of the latest technical advances in the cars being sold by the group at more
than 900 points of sale. Besides importation, the AMAG Holding group includes
the Drive-In and ROC second-hand garages, AMAG Leasing and Europcar rental
license, plus Totalmobil road assistance. AMAG vehicles represent one-fifth
of total cars sales in Switzerland. A true—and continuing—success
story! |
